Demand Generation Manager

Role Overview

• Develop a campaign strategy specifically aimed at driving expansion, cross-sell, and upsell revenue within existing accounts.
• Identify high-value customer segments and behavioral triggers that signal readiness for growth opportunities (e.g., product usage trends, milestone achievements, intent signals).
• Build playbooks that articulate the right message, moment, and motivation for expansion campaigns.
• Integrate product roadmap and new feature releases into expansion-focused messaging.
• Partner with Sales leadership to understand target accounts and collaborate with RevOps on account routing, list targeting criteria, and outbound plays executed through sales engagement tools like Outreach.
• Create and execute multi-channel campaigns—email, in-app messaging, webinars, nurture tracks, customer events, paid retargeting, and community engagement—tailored to expansion goals.
• Craft high-impact messaging that clearly communicates the value of additional products, add-ons, higher tiers, or expanded usage.
• Collaborate with Creative, Product Marketing, and Content to develop assets that showcase ROI, feature benefits, use cases, and customer success stories relevant to expansion paths.
• Partner with Sales and Account Managers to ensure campaigns complement human-led outreach and follow-ups.
• Work with Email Specialist to guide copy and sequence strategy for customer upsell programs and CDR/AM outreach.
• Develop webinar strategies for customer upsell programs, partnering with the Webinar Channel Owner to execute campaign needs.
• Work closely with Account Management to understand account health, adoption rates, and time-to-value drivers that influence expansion potential.
• Coordinate with Sales and Account Managers to hand off qualified expansion leads, campaign-driven signals, and high-intent activity.
• Provide teams with ready-to-use messaging kits, expansion talking points, and persona-specific value propositions.
• Monitor engagement, pipeline creation, and expansion revenue influenced by campaigns.
• Track and report on conversion rates across the upsell funnel—from awareness to interest to expansion.
• Assess which messages, segments, or channels produce the highest expansion lift and adjust strategy accordingly.
• Work with Marketing Operations to build dashboards and ensure accurate tracking of campaign-sourced growth.

Requirements

• 3–6 years of experience in customer marketing, lifecycle marketing, demand generation, or revenue-generating customer programs.
• Strong understanding of customer segmentation, buying triggers, and lifecycle behaviors tied to upsell and cross-sell success.
• Demonstrated ability to craft persuasive, value-driven messaging for existing customers.
• Experience partnering with Sales, Account Management, and Customer Success in a revenue-centric environment.
• Analytical mindset with the ability to interpret behavioral signals and campaign data to identify expansion opportunities.
• Experience executing multi-channel campaigns and working with Marketing Operations on workflow setup and measurement.
• Strong project management skills and comfort navigating multiple stakeholders and competing priorities.

Benefits

• Flexible paid time off, giving you the opportunity to rest, relax and recharge away from work
• 14 Paid Company Holidays, includes 2 floating holidays (you choose!)
• A comprehensive benefits plan including medical, dental, life, vision, disability, and life insurance covered up to 100% by Payscale
• Unlimited infertility coverage benefits through our medical plans
• Additional supplemental health benefits offered to you and your family
• 401(k) retirement program with a fully vested immediate company match
• 16 weeks of paid parental leave for birthing and non-birthing parents
• Health Savings Account (HSA) options and company contributions each pay period
• Flexible Spending Account (FSA) options for pre-tax employee allocations
• Annual remote work stipend to be used on wellness or home office equipment
• Company sponsored volunteer hours